There are those who believe that it is sufficient to provide products and services which meet customer needs. The offered goods meet consumers’ expectations and everyone is happy. This must be true in a world where there is no competition, and people make decisions relying solely on their reason.

However, you probably have got plenty of competitors. And people are not like robots – most of them follow their heart too when faced with a decision. But there is a thing that can raise desire and answer rational questions at the same time and it is the brand.